It is widely believed that breakfast is the most important meal of the day for physical health, and the same could be true for running a thriving business.
A growing number of UK restaurants have expanded their offering to sell Instagram-friendly breakfast dishes to a nation eager to start the day at a trendy joint dinner featuring decorated avocado toast or full English fry-ups.
It is undoubtedly a decision driven by the potential for a booming business, a goal recently achieved by the popular chain The Breakfast Club, which reported its best results in 10 years this week.
The price of a breakfast platter rarely differs from the cost of a main course: The Corner at Selfridges charges £15 for its newly introduced ham and egg flatbread, a price you might expect to pay for lunch or dinner.
Speaking to FEMAIL, James Hacon, managing partner at Think Hospitality Consulting, explained that the increased demand for breakfast menus is due to Gen Z moving away from alcohol, while younger generations crave more alcohol-free activities.
The Breakfast Club has recorded its best sales figures in ten years, revealing the nation’s love of eating breakfast foods out and about (pictured: TikTok user @hm.kw7 dining at the Soho branch)
The Breakfast Club, a chain founded in 2005 and named after the 1985 coming-of-age film, this week reported its best results in 10 years.
The all-day breakfast chain said its earnings before interest, tax, depreciation and amortisation rose 40 per cent to £2.8m for the year ending March 2024.
Its growth is due in part to the opening of four new branches in the last year, which he said was “the fastest period of growth in the history of the business,” according to Provider.
There is evidence that other restaurants are realising the commercial potential of breakfast, with high street favourite Wagamama introducing a brunch menu featuring new takes on its classic dishes.
The chain, which sells breakfast bao buns and bang-bang fries, cited increased customer demand as the reason for the move.
Marketing director Kay Bartlett said: “We’ve seen an increase in consumer demand for all-day dining and an appetite for brunch dishes.
‘This announcement is in response to that, and we’re delighted to introduce our Wagamama take on brunch.
‘The decision to open our restaurants at 8:30am has involved a huge amount of hard work and dedication from our brilliant teams and we are all really proud and excited about this latest round of innovation and chapter in the Wagamama story.’
Selfridge’s Jackson Boxer at The Corner has jumped on the trend and started offering a breakfast menu (pictured) from April.
Meanwhile, breakfast at Nandos has become an airport essential for some, including content creator Chloe, who goes by @alwayshungrychloe on Instagram (pictured: Chloe’s breakfast).
Nandos fans have also been keen to dine at the chain’s opening morning.
While the store, famous for its peri peri chicken, does not offer breakfast at all its branches, it has implemented a morning menu at Gatwick Airport.
Fans took to social media to praise the decision as “amazing”, while travel content creator Jazz, known as @lifeofjazz__ on TikTok, said: “POV: You love flying out of Gatwick Airport just because you love Nandos breakfast.”
High-end restaurants have also jumped on the bandwagon: Selfridge’s Jackson Boxer at The Corner announced a brunch menu earlier this year.
They’re not the only upmarket restaurant following this trend and in February, Mayfair’s Barely Mow also added a breakfast menu, with items including oysters for £4.50 each and a £19 full English added to the menu to cater to its breakfast crowds.
Wagamama has opened its doors to the morning public and is offering a variety of dishes including bang bang fries and bao buns.
The Barely Mow in Mayfair introduced a breakfast menu in February, which includes a pub breakfast (pictured) for £19 or a small version for £14
James Hacon, managing partner at Think Hospitality Consulting, explained that serving breakfast is a tool for economic growth for restaurants.
He said: “Breakfast has long been a growth driver for restaurant groups. Even before the pandemic, more and more people were choosing to eat out in the morning.
“It’s a time of low attention and one that brands often overlook, as most restaurants traditionally focus on lunch and dinner. Those who put in the effort at breakfast are seeing big rewards.”
He continued: “There are several factors driving this breakfast boom. More and more people, especially younger people, enjoy socialising without alcohol, and breakfast is perfect for that.
‘Business meetings over breakfast are also popular as they allow people to get together before the workday begins.’
In line with Nandos’ decision to introduce a breakfast menu at Gatwick Airport, James continued: ‘In airports, it’s crucial that brands get breakfast right.
‘With so many morning commuters, having a great breakfast menu ensures space is well utilized at busy times and increases revenue on expensive real estate for operators.
‘This has prompted many brands to start offering breakfasts of many different types of cuisine, even if they didn’t do so before.’
On the other hand, Good Food Studio development manager Gabriel Bray found that introducing breakfast is a way to reach a new customer base.
“It’s more than just adding a breakfast menu, but rather adding a new part of the day to your business, which while it brings complications, such as new opening hours and operational complexities, is an opportunity to increase revenue,” he said.
Gabriel continued: ‘On the one hand, their doors are open for longer and to new demographics such as on-the-go commuters, office workers and residents who increase customer traffic.
‘Breakfast items often offer better profit margins because the ingredients are cheaper and require less labor. There is also the opportunity to sell customers items such as pastries, juices and coffee, which also sell quickly and are cheap to prepare or purchase.
‘While the expense per person may be lower during breakfast, that’s offset by a faster turnaround time that allows you to turn tables and serve more customers per hour. It’s also important to note that rent costs the same regardless of whether you’re open six hours or twelve.
‘Not every concept or location lends itself well to breakfast and many owners, especially independents, simply don’t have the know-how or, frankly, the time.
‘Planning is required to add a new schedule and larger chains, such as Nandos or Wagamama, are better suited to this because they have the resources at hand to manage the transition and plan strategically.’
While national chains may find it easier to expand their offerings, several independent restaurants have also jumped on the bandwagon.
Carina Contini, owner of Edinburgh restaurant Contini, found a number of benefits to opening her restaurant’s doors earlier, something that may not extend to national chains.
“As a business that has been part of the Edinburgh food scene for over 20 years, we have always seen breakfast as more than just the first meal of the day,” he said.
‘From the beginning, breakfast at Contini has been a vital part of our strategy to connect with the community.
‘Breakfast is a crucial time to interact with our guests and provides us with a unique opportunity to foster relationships and build loyalty.
‘It’s a time when people are looking for a positive start, so it’s perfect for us to demonstrate our commitment to quality and service.
He concluded: “We have seen first-hand how serving breakfast drives business growth and encourages repeat visits by serving different needs throughout the day.”
